‘Why couldn’t you for once just say “ETA”?’ asked Basque separatist group ETA leader Garikoitz Aspiazu Rubina, in an emotional plea to the world’s media to afford them the same status as the IRA, the KGB and JLS, all referred to by their three letter acronyms without any explanation.

‘Explaining it every time makes it sound like nobody knows us, like you have to remind them who is [the Basque separatist group] ETA'

Many feel that the implied snub, repeated over the years, was what really drained the Basque separatist group ETA of support, rather than suppression by the Spanish government.

High-profile publicist, Max Clifford agrees front-of-mind salience is vital for brand-building public figures, asking us just to call him "Max Clifford" from now on.